This is a session at Innov8rs Austin, 4-5 December 2019

All speakers and sessions here:

Why Do People Buy? A DIY Discovery Tool to Guide Concepts and Go-to-Market Plans

Discovery shapes innovators understanding of customers’ rational and emotional needs and how people go about making purchase choices. But discovery is worth little if the insights gained are not applied meaningfully to concept development and prototypes, and also to marketing and sales decisions that fit with people’s realities.

Too often, innovators get the product or service features right, but fail to deliver on the higher order emotions and values that clinch people’s choices. Or, they deliver on the rational and emotional benefits, but marketing and sales programs don’t align with how people actually investigate, shop, decide and purchase. Perhaps the team builds the perfect product … for themselves and their colleagues. Or, maybe they outsource discovery to market research “experts” operating between the innovator and the market, so nuances are missed.

In this hands-on workshop, award-winning author and former Chief Innovation, Marketing and Digital Officer Amy Radin will walk you through a systematic model to play a direct, hands-on role in uncovering and interpreting the higher-order needs beyond features and functionality, unpack the roles of influencers, decision-makers, users, buyers and payers in the decision-making process, and see how to apply the model to make practical improvements to your concept development, sales and marketing strategies.

Participants will leave this session with an immediately useable framework they can apply with their colleagues and teams to improve the performance of their innovation portfolio.

Amy J. Radin

Advisor and Award-Winning Author

Amy J. Radin, Award-Winning Author, Corporate/Startup Advisor, and Board Member

Amy advises corporate and startup executives on how to accomplish their growth priorities. She brings an uncommonly pragmatic approach that begins with detecting and understanding customer needs and then addresses the inevitable, daily challenges any organization will face in pursuit of innovation. She has been at the forefront of rewiring brands for today’s business environment and built a track record of success moving ideas to performance at top brands including Citi, AXA and American Express. Amy is the author of the award-winning book, The Change Maker’s Playbook: How to Seek, Seed and Scale Innovation In Any Company.